Sex In Advertising Essay

617 words - 2 pages

IntroductionSex in advertising has been the theme of much 20th Century AmericanAdvertising. It seems like all we see these days are advertisements which usethe human body and sexuality to sell all kinds of products from food and cars tocolognes and exercise equipment. It is virtually impossible to tune into anytype of media they days and not encounter some type of an ad which usessexuality to sell it's product. Most of the time sexuality and the use of theproduct in a real world setting is irrelevant, but for centuries if sexualconnotation is put upon the use of a certain product then the product has been asuccess in the market place. In the following pages we will be analyzing an adfor Robert Lee Morris Watches, placed in Harper's Bazzar, which uses the conceptof "sex" to sell it's watches. For a copy of the ad please refer to the end ofthis report. We will be applying the basic Principles of Advertising to helpuse critique this ad.Objectives and MissionThe objectives of any company using the concept of using "Sex" in it'sadvertising campaigns are clear. The company wants to appeal to the consciouslevel of the target market to sell it's product. The company wants to appeal tothe consumer who appreciates his/her sexuality and will spend a few extradollars to look especially sexy. The mission of this type of advertising is toconvince the target market that the product, in this case a watch, is essentialto their need and want to be seductive and portray that image to his/her fellowpeers.Consumer AnalysisBefore any company decides what kind of an ad will be used to representtheir company and their product, they will need to consider their targetconsumer. The advertising agency will need to take personal influences andenvironmental forces into consideration. While choosing a type of ad, it isvery important that the advertiser take marketing stimuli into consideration,these stimuli include: demographic factors, cultural/social influences,...

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